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William
Wrigley started his chewing gum company by accident. In 1891 his father had a soap factory in Chicago and William was a salesman; he sold the products from the familys factory. First, he naturally sold Wrigleys soap. As a premium, he gave baking powder to his clients, and, strangely, the baking powder was very popular. 2
Then
he decided to sell baking powder and offered free chewing gum as a premium. Again the premium was a big success. He began making Wrigleys chewing gum in 1892. that, in 1893, came Juicy and Spearmint, the most famous flavours.
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After
Owned
by Wrigley Orbit Gum Campaign launched in September of 2001 Offered in 7 different flavors Orbit White, offered in 3 flavors Uses BBDO advertising agency Global sales: $4.0 Billion Markets its brands in more than 180 countries.
SOME FACTS
Producing
2000 $ 2.1 2001 $ 2.4 2002 $ 2.7 2003 $ 3.0 2004 $ 3.6
First big chewing gum company in the world Wrigley's Spearmint and Wrigley's Juicy Fruit- first chewing gums in American market Wrigley's Spearmint is called to be the synonym for chewing gum at alland until the seventees there have just been three sorts of chewing gum, all from the wrigley company
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Wrigley Global Innovation center in Chicago 300 experts from different fields and countries work together
Ambassadors sampled new Wrigleys 5 Chewing Gum Nationwide at regional cinemas. The campaign primarily targeted trendy young adults between the ages of 18-24 years old.
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Sample Wrigleys 5 gum alongside 3D cinema campaign of Alice in Wonderland Get the public to experience the brand and talking about the product
The key messages that Brand Ambassadors were asked to deliver were:
Try New Wrigleys 5 Gum Stimulate your senses with Wrigleys 5 Gum
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RESULT
The
campaign was experienced by 331,530 cinema goers and the Wrigleys 5 Brand Ambassadors sampled 205,645 consumers. the feedback gained over the campaign 40% of cinema goers were already aware of the product.
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From
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Features
perky spokesperson Vanessa Branch who finds herself on the scene of the grime to prove that orbit leaves your mouth feeling cleanno matter what.
Orbit:
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Target audience The younger demographics have always been attracted to the Wrigleys Orbit Brand with its commercials Benefits of Gum Focuses on benefits and appeals to adults Interactive Website
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Orbits
is sold in cardboard boxes containing 14 pieces of gum, unlike the traditional long sticks of gum Sampling events will continue to be a big part of the new flavor push; Wrigley distributed 130 million samples last year About $2.5 million of Orbit's brand spending will be dedicated to the TV, print and online launch of Sweet Mint (its response to Dentyne Ice Vanilla Chill) and Citrusmint
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Ad
campaign was a huge success for Orbit. Now Orbit is one of the top 5 chewing gums in the United States. Has also had great success in Europe and the Middle East.
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manufacture of confectionery and chewing gum products . two brothers ambrogio and egidio perfetti founded perfetti in 1946. Izaak van mella founded van mella in 1841. Perfetti acquired van mella in jan 2001.
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fresh Center fruit Center shock Alpenliebe Alpenliebe creamfills Chlor-mint Chocotella Cofitos Fruittella
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Happydent
white
Marbels
Mentos Chocoliebe Big
SWOT ANALYSIS
STRENGTHS
WEAKNESS
Packaging
Quality
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SWOT ANALYSIS
OPPORTUNITIES
THREATS
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CENTERFRESH IN INDIA is Perfetti Van Melles new ad for its liquid-filled chewing gum Center Fresh, the brand with which the Italian candy giant entered India in 1994. The launch price of this product was rs 1.50. In 1995, Perfetti dropped the price to Re 1.
This
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The
real push for the brand, though, came in 1996 when Center Fresh associated itself with the Cricket World Cup
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PROCEDURE OF CENTERFRESH
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Flavored
supari
Chutki
Pass
Pass
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PROMOTION
Free
sampling. films.
Animated Trump
cards.
Advertising
.
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COMPETITORS
Juicy fruit
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Targets
Low
Easily
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PIE CHART
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FINANCIAL STATSTICS
Overall turnover in india of chewing gum is rs 325 crore . In which centerfresh capture 33%. In between 2001-2006 confectionery market was growing at a rate of 8.7% Under confectionary market chocolate segment is growing at the rate of 10%,chewing gum and mint segment increasing at a rate of 12-15% and sugar segment increasing at the rate of 5%. Global confectionary market would rise 16% between 2006-2010.
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of tooth decay
teeth
Improve
And
cognitive abilities
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FUTURE PLANS
Develop,
manufacture and market high quality and innovative product for consumer. Sugarfree chewing gum will be preferred over sugary chewing gum in the obesity afflicted west.
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THANK YOU
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